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Define selling cars online.  Tesla isn't selling the Model S out of a shopping cart.

Why is everyone so anxious to suddenly change the system that has worked well for decades?  That system has always evolved.  It has always adapted.  Systems are in place.  The FTC and DOJ have rules that govern it.  Why the compulsion to try to sell cars like Apple sells gadgets?  I don't get it.  Why wouldn't a dealer want to come up with a process he/she thinks is better than his/her competitors?  Why try to change the world?  Why try to sell cars the way consumers answer surveys?  What's the point?  If you have a better mousetrap, use it.  Why would you want everyone else to figure it out?  If One Price, or something else, works for you, why not keep it a secret?  Why try to sell it to the world unless you aren't making enough money selling cars on One Price and are looking for other revenue streams.  Once one does that, their "research" no longer has credibility.

The fact is, the current perception of high dissatisfaction is primarily driven by vendors trying to sell stuff.  Does anyone really think Scott Painter is trying to save the world from evil car dealers?  What are Edmunds and the rest trying to do?  Answer:  They are trying to make a buck by stoking consumer dissatisfaction.  They demonize dealers to attract traffic.  They then sell those leads back to the sucker dealers.  What's wrong with this equation?  We have seen the enemy and they are us.